Sosyal ağ pazarlaması, çevrimiçi tüketici katılımı, satınalma niyeti ve marka sadakati arasındaki ilişkiler

Bu çalışmanın amacı sosyal ağ pazarlaması, çevrimiçi tüketici katılımı, satın alma niyeti ve markasadakati arasındaki ilişkileri incelemektir. Bu amaçla sosyal medyayı kullanan tüketicilere bir anketçalışması yapılmış ve sonuçlar irdelenmiştir. Araştırmadan elde edilen sonuçlara göre sosyal ağlardayürütülen pazarlama faaliyetleri, tüketicilerin bu faaliyetlere katılımı, satın alma niyetleri vemarkaya duyulan bağlılıkları arasında ilişkiler bulunmaktadır. Sosyal ağ pazarlaması faaliyetleritüketicilerin katılımını ve satın alma niyetlerini etkilemektedir. Çevrimiçi katılım hem sadakat hemsatın alma niyeti üzerinde etkilidir. Buna ek olarak marka bağlılığı satın alma niyetini pozitif yöndeetkilemektedir.

The relationships among social media marketing, online consumer engagement, purchase intention and brand loyalty

The study investigates social media marketing, online consumer engagement, purchase intention, and brand loyalty. For that purpose, a survey is applied to consumers using social media and resultsare examined. According to results, there are relationships among social media marketing activities,online consumer engagement, purchase intention and brand loyalty. Social media marketingactivities affect consumer engagement and purchase intention. Online engagement affects bothloyalty and purchase intention. Additionally, brand loyalty affects positively purchase intention.

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Business and Management Studies: An International Journal-Cover
  • ISSN: 2148-2586
  • Yayın Aralığı: Yılda 4 Sayı
  • Başlangıç: 2013
  • Yayıncı: ACC Publishing
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